The communications landscape continues to evolve rapidly. Which tools are capturing audience attention in 2026, and what should you prioritize when building a PR strategy in Central Asia? Miroslava Aleshina, Senior Marketing and PR Specialist at LavoroSolutions, shared her insights with weproject.media.
What communication or content format is working best for you in 2026—and why?
Operating in the classic B2B space of recruitment and outsourcing, we took an unexpected turn for Instagram: we leaned into humor. The idea was to build a “relatable” brand through Reels that resonate with everyday experiences—from job seekers to C-level executives. We spent six months fine-tuning: testing timing, formats, and hypotheses. By the end of 2025, we had achieved steady organic traffic reaching several million per month—and this momentum continues into 2026.
Which audience responded best to this format?
The biggest growth in Instagram—around 40%—came from the 35–45 age group, even though we initially expected Gen Z to be the primary Reels consumers. But what truly matters is the quality of this audience. Among our new followers and commenters, we began noticing top managers and executives from major local businesses—the very people who make decisions about choosing an HR partner.
We plan to keep adapting to the ever-changing algorithms of social platforms. On LinkedIn, for example, Employee Advocacy works best for us—content shared by real experts. Another key tool is active commenting. We monitor local thought leaders daily, leaving meaningful comments on behalf of the brand. The goal: stay visible within the professional community. That’s exactly how @gorod24_tashkent noticed us and featured us as experts in one of their materials.
What PR and marketing trend do you consider key in 2026?
I’ve long noticed that content coming from real experts gains far more traction than the same message delivered by a faceless brand. And with the flood of impersonal AI-generated content, I believe this trend will only strengthen. People want to see real faces and personalities behind the logo. Building communication through your own employees—experts with their own voice and style—feels like the most effective strategy in 2026.
Source: weproject.media / “What Communication Format Works Best in 2026: Insights from PR Experts and Marketers”
